British American Tobacco will become a Principal Partner of McLaren from the start of the 2020 Formula 1 season, according to a company press release.

The aim of this partnership will be to further BAT’s focus on the company’s New Category products, as well as further the promotion of these products to consumers worldwide. The new partnership will include; more prominent branding positions on Formula 1 cars; a commitment from the two companies to create joint marketing content; a return to the IndyCar competition and the continuation of developing innovation in BAT’s New Category portfolio.
According to the press release, BAT plans to vary its branding throughout the 2020 season, taking a “dynamic branding” approach, as a part of its shift in focus towards New Category products. BAT also plans to continue its work with McLaren Applied Technologies, which the press release called “paramount to the continuing development of its New Category products.”
Kingsley Wheaton, BAT’s Chief Marketing Officer commented on the enhanced partnership, saying, “We are absolutely delighted with what our partnership has delivered in 2019. The McLaren team are fantastic to work with and it’s great to see the team performing on the track.”
Zak Brown, CEO of McLaren Racing, stated, “We’re pleased to announce our enhanced partnership with BAT after a successful first season together. BAT’s transformation agenda remains central to this partnership, as does a shared focus on technology and innovation and we look forward to continuing our work together from 2020 and beyond.”